The seven cardinal sins in UX - How not to mess up your financial project?

Rung András’s presentation at the E-banking summit on the 11th of October 2017.
Find below the excerpt of the presentation.

You can also download the presentation here.

WE ARE NOT YET IN THE PROMISED LAND

• Only buzzwords
• Lack of integration
• No strategy

 

1. PRIDE

• The risks of partial knowledge
• It is not the ignorant who measures
• International trends are ignored
• Own experiences are overvalued

 

HOW TO BE HUMBLE?

• Ongoing training
• Design studio és lego serious play
• Early research with a UX approach
• Extended collection of best practices
• Early involvement of developers

 
2. GLUTTONY

• Too much focus on sales
• Accumulation of autotelic functions
• Low budget in the light of ambitions
• Bad timing

 

HOW TO BE MODERATE?

• Context-sensitive sales
• Functions based on mental models
• Involvement of the entire team in estimating the time required for the project
• Knowledge of the time requirement of UX processes

 

3. LUST

• Inconsistency
• Methodological inconsistency
• Development based on baroque specifications

 

HOW TO BE SUBDED?

• Regular reviews
• Elaborated and flexible methodology
• Elimination of ad-hoc changes
• Use of style guides

 

4. ENVY

• Competitive intelligence instead of own development
• Unrealistic, desire-based deadlines and KPIs
• Fear of innovation

 

HOW TO PRACTICE ACCEPTANCE?

• Observe users
• Experience-based design
• Explorative methodology

 

5. WRATH

• Fragmented set of experiences
• Focus on new customers only
• Long-term use is ignored
• Hectic workflow

 

HOW TO PREVENT WRATH?

• Service design approach
• Diary-based research
• Research-based personas
• Creative environment

 

6. GREED

• There is no testing and research after launch
• Disproportionate teams
• Mistrust of new methodologies
• Internal systems without design
• In-house team with poor expertise

 

HOW TO BE EFFICIENT?

• Possible methodologies based on profit
• Small-scale experimenting
• Consciously building an internal team

 

6. SLOTH

• Working from specifications
• Waiting for miracles
• Weak senior management support

 

HOW TO DO OUR JOB RIGHT?

• Prepare specifications in parallel with design
• Lean UX approach
• Proper involvement of senior management

 

WHEN WILL WE GET TO THE PROMISED LAND?

• Integrated UX approach
• Strong dedicated team
• Flexible and broad repertoire
• Research-led design